#Display

In March 2011 and indeed in Q1 of this year, volume has increased well over 100% YoY (year over year) and CPM trends are relatively flat MoM (month over month) and QoQ (quarter over quarter)
[Continue Reading...]

The story of February is that social media is the flavor of the month, with one-third of Display impressions in the US coming from this Publisher type. To put this into perspective, this is almost double the level of December 2010.
[Continue Reading...]

Across the 2 primary display ad exchanges, CPMs are down 19% MoM and 31% YoY. While the CPM decline may be concerning for publishers, overall advertiser demand rose, as impressions increased 13% MoM and 273% YoY. The key driver for CPM declines appears to be a wider play for less expensive inventory.
[Continue Reading...]

If you are offering a finance product, chances are that your messaging appearing on publisher sites like Yahoo! Finance or Bloomberg will have a greater likelihood of resonating with an audience than a lifestyle site like Babycenter. This extends in a similar vein when you are talking about demographics such as age, gender, income levels, etc.
[Continue Reading...]

From an advertiser’s perspective, all of these trends are important to note as it relates to designing strategies to garner more volume and broadcasting their message at different times of the year. For example if you are targeting a user demographic that is more inclined to video sites, take advantage of the lower rates on offer.
[Continue Reading...]

To this end, we looked at Valentine’s Day and the surrounding period in 2010 to see whether Display Publishers saw any traffic variations and whether advertiser creative on these sites tends to be more effective at capturing people’s attention.
[Continue Reading...]

One of the more obvious points of note is how much traffic comes from video sites, especially relative to the low amount of publisher domains (4%) within that category. Video publisher CPMs are also extremely expensive relative to the other categories (61% more expensive than the 2nd most expensive publisher category which was Shopping sites).
[Continue Reading...]

The fact that 428x60 ads have the lowest amount of inventory and the lowest CTR should be balanced against the fact it is also the cheapest inventory to buy judging by EF’s 2010 data. At $0.39 CPM, it is just a bit over one-fifth of the price of the next cheapest inventory size in 2010 being the 728x90 ads.
[Continue Reading...]

Since the middle of the summer, CPMs have doubled through November as ever more advertisers are entering the display marketplace. Direct response advertisers who primarily spend their marketing dollars online on search, email and affiliate advertising and brand advertisers who have traditionally spent their money on offline channels like TV and print have entered the display market in 2010 in increasing numbers.
[Continue Reading...]

In 2010, according to Efficient Frontier client trends in the U.S .(figure 2 below), Google’s AdX has attracted more advertiser dollars as the year has progressed. In Q4 thus far, this has represented about 70% of advertisers’ display media spend outlay.
[Continue Reading...]